In an era marked by the meteoric rise of figures like Javier Milei and Nayib Bukele, powered by a surging base of young male supporters, a critical question emerges: What drives the young electorate's tilt towards the far right? This study embarks on a comprehensive examination of the shift in gender values from 2004 to the present, culminating in a focused analysis of TikTok's impact in 2023. By meticulously tracing these changes, the research aims to explain how evolving perceptions of gender roles among youth correlate with an increased propensity to support far-right parties. The core of this investigation is to discern the nuanced ways in which digital platforms, especially TikTok, have become arenas for the dissemination and consumption of content that may shape young people's views on gender. As we delve into the media consumption patterns of 2023, the goal is to ascertain the specific narratives that resonate with young audiences and their potential to sway electoral preferences towards far-right parties. By adopting a longitudinal perspective, this study endeavors to bridge the temporal gap, providing a unique vantage point on the interplay between gender values and political ideology among Latin America's youth. This paper not only offers a deeper understanding of the mechanisms driving political polarization but also underscores the urgency of addressing the media's role in the cultural struggle over gender values. By providing insights into the mechanisms driving the support for far-right movements among Latin America's youth, this research calls for a strategic approach to media and gender education to counteract the spread of antifeminist sentiments and foster a more inclusive political dialogue across the region.